Seasonal shade stories continue to do heavy commercial lifting in pro hair, particularly when they translate into instantly recognisable, client-friendly language. ASP’s latest launch within its ELIXIR Permanent Colour portfolio leans into that reality with the Coffee Shop Collection, a curated edit of six coffee-inspired shades designed to deliver brunette and blonde results that feel rich, wearable, and winter-ready.

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Blonde is back, and brighter than ever. Introducing the new ASP Expert Haircare Ice Blonde Charcoal range: the next evolution in blonde maintenance, created for clients who demand brightness, hydration and tone control, all in one streamlined system.

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